The most universally accepted beliefs are the ones most important to test. Truth changes over time, and if an idea is universally accepted, it is seldom tested.
Replying to @thereisariverk
A/B testing incrementalism can sometimes lead to this in marketing, when you’re optimizing what you know already works. Is useful, but if you focus too heavily on this you can miss big narrative shifts. A big hit headline, “Banana,” beat all the controls a few years back.
6:45 AM - 24 Jan 2020
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